This document discusses whether companies should use social media marketing and provides guidance on developing a social media strategy. It outlines the benefits of social media marketing, including brand awareness, targetability, and interactive two-way communication. The document also analyzes the effectiveness of social media in achieving business objectives like increasing traffic and reviews. Finally, it provides an overview of key social media platforms like Facebook, Twitter, YouTube, and their uses for business.

1. Should Your Company Use Social
Media Marketing?
Customer Relationships — Engage. Keep. Grow.

2. Bio
Sallie Burnett
Strategist. Leader. Innovator.
• President of Customer Insight Group, Inc.,
leading strategic relationship-marketing firm
• Adjunct digital marketing professor prestigious
Daniels College of Business
• 2009 Direct Marketer of the Year
© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
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3. Customer Insight Group, Inc.
• Systematic New Loyalty Program
• Loyalty Audit
• Loyalty Navigator
• Custom Loyalty Workshop
• Cause Marketing Exploration
• Social Media Roadmap
• Social Media Navigator
• Custom Social Media Workshop
• Data mining
• Market research
• Modeling
• Profiling
• Response analysis
• Segmentation
• Social media monitoring
• Usage and attitudes
• Audience targeted creative
• Blogs
• Content
• Direct mail
• E-mail design
• Landing pages
• Manage online conversations
• Mobile marketing
• Program management
• Social media
• Website design and content
Insight Strategy Execution
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© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com
Customer Relationships – Engage. Keep. Grow.

4. Quick Quiz
• Facebook?
• Flickr?
• Linked In?
• StumbleUpon?
• Digg?
• Reddit?
• Have you searched for something on Wikipedia?
• Yahoo?
• Google?
• Ask?
• Do you read blogs?
• Do you use a RSS reader Google, Newsgator or Bloglines?
• Have you submitted or shared content to a social network?
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© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

5. What is Social Networking?
• Social networking is the interaction between a group of people
who share a common interest.
• This can be casual (Facebook), professional (LinkedIn), or
anything in between.
• Social network is a conversation and it is all about the ideas
you are sharing about a brand.
“Social network sites are visited by three quarters of global consumers who
go online today. That’s a 24% increase over last over.” Nielsen, 2010
“Messaging, commenting, blogging, sharing and “liking” now fill up 22% of all
time spent online each month.” Nielsen, 2010
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© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

6. How does Social Media Work?
• Social media marketing helps companies
capitalize on cutting edge marketing
techniques.
• Allows marketers to utilize and profit from
the use of web 2.0 platforms, such as blogs,
podcasts, social networking sites, and other
emerging marketing tools.
• Social media differs from traditional media in
that it involves two-way communication,
where users are empowered to generate
content.
• Consumers today are social, and want to
have conversations with companies.
Why people
participate in social
media:
Express opinions
Find, make friends
Keep in touch
To network
Join a community
Learn about brands,
products
It’s easy!
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© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

7. Where Do Buyers/Influencers Get
Information About Your Product?
0%
20%
40%
60%
80%
Social Media
Company Websites
Online News
Review Sites
Wikis
70%
68%
57%
49%
44%
|SocialMediaandOnlinePRReport|http://ecly.co/OPR-sm
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© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

8. What are the Benefits of Social
Media for Marketers?
ACQUISITION
Who are they?
Where are they?
When should you
communicate with
them?
What matters to
them?
BRAND
AWARENESS
Increase brand
reputation
Leverage content
Improve PR
TARGETABILITY
Target segments
Relevant offers
INTERACTIVE,
TWO-WAY
Extend reach
Increase brand
advocacy
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© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

9. How Effective is Social Media in
Achieving Business Objectives?
0% 20% 40% 60% 80% 100%
Increase Brand or Product Awareness
Increase Brand or Product Reputation
Improve Public Relations
Increase Website Traffic
Improve Search Engine Rankings
Reduce Customer Acquisiton Costs
49%
45%
43%
41%
35%
18%
47%
50%
52%
54%
52%
50%
4%
5%
5%
5%
13%
32%
Very Effective Somewhat Effective Not Effective
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© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

10. What are the Social Media
Channels?
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© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

11. MICRO-BLOGGING SITE
The space: “Online Megaphone”
79% of Fortune
100 companies
have at least one
Twitter account.
Manage:
Tweetdeck
HootSuite
CoTweet
Twellow
Over 75 million
users, but growth
is slowing.
Over 50% are
outside of the U.S.
Monitor:
- Company
profile
- Mentions
- Followers
- Discussions
How companies
use:
– Promotions
– CRM
– Customer
engagement and
loyalty
– Customer service
– Brand awareness
– Understand needs
– Drive web traffic
Source: Quantcast.comTwitter users like to be connected, get timely information,
and connect with new people and brands.
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Twitter Age
Demographics
© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

12. SOCIAL NETWORKING SITE
The space: “A BBQ with friends”
Over 500
million users
70% are
outside of the
U.S.
Over 65% of
companies
use in
marketing
strategy
145% user growth in past
year
More than 200 million
users currently access
Facebook on their mobile
device
Monitor:
- Fans/Likes
- Interactions
- Comments
- Wall posts
- Mentions
How companies can use:
– Customer engagement
– CRM
– Build loyalty
– Brand awareness
– Targeted ads
– Acquisition
– Facebook Connect
– Drive web traffic
Source: Facebook Social Ads Platform Data
Facebook Age
Demographics
Facebook has become both a personal and professional space.
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© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

13. 16
WEB VIDEO, ONLINE VIDEO
COMMUNITY
Over 1 billion
videos
viewed per
day.
Average
person spends
15 minutes a
day on
YouTube.
How customers use:
A video-sharing website
on which users can
upload, share, and view
videos.
Businesses can create
personal channels to host
videos.
Monitor:
- Video views
- Channel
subscribers
- Comments
- Advertising
insights
How companies
use:
– Custom channel,
brand building
– Customer
engagement and
loyalty
– Targeted advertising
– Customer support
– YouTube Promoted
Videos
– “How to” videos
– Product showcase
Source: Quantcast.com
Users interact with online video sites much like they do with social
networking sites—connecting with others and commenting on posts.
3 - 12
YouTube Age
Demographics
© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

14. How to Develop Your Social
Media Strategy
1. Identify your objectives
2. Identify your target audience
3. Find where the conversations are happening
4. Join the conversations
5. Integrate into your existing communications
6. Monitor and measure
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© Customer Insight Group, Inc. • 303.422.9758 • www.customerinsightgroup.com

15. Sallie Burnett, President
Customer Insight Group, Inc.
Email: sallie@customerinsightgroup.com
Phone: 303.422.9758
Twitter: http://twitter.com/sallieburnett
LinkedIn: http://www.linkedin.com/in/sallieburnett